The mapping of Finnish health and

well-being tourism destinationsSanna Laiho

Turku University of Applied Sciences

Degree Programme in Hospitality Management

The basis for the mapping

WelDest survey sent to Finnish clients of health and

well-being tourism

Analysed question: What words comes to your mind when

speaking about a health and well-being tourism destination?

(N = 2066)

Kunnonpaikka

The criteria for a Finnish health and

well-being tourism destination

To narrow down the size of the

destination:◦ Smaller or wider than a town or city

◦ An operator to enhance the tourism of the

destination with e.g. marketing activities (public

sector tourism organisation, DMO or a tourism

association)

The criteria for a Finnish health and

well-being tourism destination

Based on theory:◦ Marketed as a health and well-being tourism

destination or health and well-being is one of the

profiles in the tourism destination’s marketing

Kyyhkylä

The criteria for a Finnish health and

well-being tourism destination

Based on the survey results on the clients of

Finnish health and well-being tourism:

◦ Facilities specialised in health and well-being tourism

◦ The nature is present and the surrounding milieu is pleasant

◦ Opportunities to exercise

◦ Different kinds of treatments available

◦ Restaurant services available

Naantali Spa

The fulfilment of the criteria

evaluated by points 6 of the criteria evaluated by points

To evaluate facilities, nature and milieu, exercise opportunities, different kinds of treatments and restaurant services:

3p. = variety of choices

2p. = more than one choice

1p. = fulfils

0p. = does not fulfil

To evaluate the marketing:

3p. = marketed as a health and well-being tourism destination

2p. = marketed as a health and well-being tourism destination

with some themes

1p. = health and well-being tourism as one of the profiles in the

marketing of the destination

0p. = does not fulfil

Different stages of the mapping

The websites of Finnish tourism destinations were mapped out based on the criteria

Tourism destinations left out of the mapping

◦ Only one bigger health and well-being tourism service provider Kuortane (Kuortane Sport Resort)

Lappajärvi (Kylpylä Kivitippu (Spa))

Saarijärvi (Kylpylähotelli Summassaari (Spa))

Ikaalinen (Ikaalisten kylpylä (Spa))

Kaustinen (Kansanlääkintäkeskus (Health center))

Siuntio (Siuntion kylpylä (Spa))

Iisalmi (Runnin kylpylä (Spa))

Porvoo (Haikon kartano (Spa))

◦ Not enough health and well-being tourism service providers Salla

Kalajoki

Lohja

◦ Lack of an operator enhancing the tourism of the destination (the city itself, DMO or some tourism association) Peurunka

Rokua

Different stages of the mapping

19 potential health and well-being tourism destinations:

Ähtäri Naantali

Hämeenlinna Koli

Jyväskylä Levi

Rovaniemi Ylläs

Saariselkä Mikkeli

Savonlinna Ruka

Turku Pori

Vuokatti Kuopio-Tahko area

Espoo Heinola

Lappeenranta and Imatra region

Kumpeli Spa

Different stages of the mapping

The representatives of the 19 tourism destinations

were interviewed by phone to find out

◦ whether health and well-being is noted in the tourism

strategy

◦ which are the main target groups

◦ about the marketing of the destination

Rauhalahti

The results of the mapping

8 Finnish health and well-

being tourism destinations

The results of the mapping

18 points maximum, 15 points minimum

The results of the mapping

The definition of a Finnish health and well-being tourism destination is in conclusion:

A Finnish health and well-being tourism destination is smaller or wider than a town or city. There is more than one company providing health and well-being tourism services and services are offered diversely. There is an operator, such as public sector tourism organisation, a destination management organisation or another type of organisation, e.g. a tourism association, enhancing the tourism of the destination with e.g. marketing activities. In a Finnish health and well-being tourism destination there is a selection of facilities specialised in health and well-being tourism, diverse opportunities to exercise, diverse selection of treatments as well as restaurants. The nature is present at the destination and there is a pleasant surrounding milieu. The destination is either marketed as a health and well-being tourism destination or health and well-being is one of the profiles in the tourism destination’s marketing.

The results of the mapping

The definition of a Finnish health and wellbeing tourism destination has same elements with an international definition.

Wellness tourism resources:◦ Natural resources

◦ Cultural, historical and spiritual resources

◦ Complementary and alternative medicine

◦ Community mindset and wellness-related lifestyle

◦ Human resources and competences

◦ Wellness-specific superstructure

◦ Wellness-related events

◦ Crossover of wellness with other activities/offerings(Voigt, C. & Pforr, C. (edited) 2014. Wellness Tourism – A destination perspective)

The results of the mapping

Potential Finnish health and well-being tourism destinations:

◦ Ähtäri

◦ Koli

◦ Jyväskylä

◦ Savonlinna

◦ Hämeenlinna

◦ Pori

◦ Rovaniemi

◦ Ruka

◦ Espoo

◦ Saariselkä

Borderline cases:

◦ Ikaalinen

◦ Rokua

◦ Peurunka

Holiday Club Saimaa

Difficulty of the mapping (examples)

Difficulty of the definition well-being

tourism (can also be seen from a wide

perspective)

Difficulty to create the criteria

The careful positioning of Finnish tourism

destinations

Frontpage of the website gosaimaa.com

Thank you!